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Consumer electronics and household appliance fair IFA is set to expand in 2014, increasing exhibitors, display space and updating its IFA Congress, with the IFA+Summit.
Over the past 10 years, IFA has developed from a show dedicated to the German market to an international event. And for the first time in 2014, the Whirlpool group will add to the exhibitors at IFA, represented by its Bauknecht brand.
Speaking at the IFA global press conference in Belek, Turkey, CEO of Messe Berlin, Dr Christian Goke said: “With regards to home appliances, we will be complete for the first time in 2014. All the four major groups will be represented at IFA.”
In addition, to cater for the increase in exhibitors, IFA showground the Berlin ExpoCenter City, measuring 160,000 sqm, has been expanded with an additional two tier arena called the CityCube.
Dr Christian Goke commented on the building which took two years to build: “City Cube offers 12,000sqm. One level is dedicated to our new convention and the other level is dedicated to give more space to the show and to enable us to grow this show in 2014.”
Samsung Electronics will take the upper level of CityCube Berlin, with its president and CEO Boo-Keun Yoon also providing the IFA Opening Keynote Speech.
In addition, the international congress IFA+Summit will bring together business leaders from fields of technology and content, to discuss current issues and establish trends including the digital future.
The former convention was run by a third party organiser, but Messe Berlin will be in charge of IFA+Summit. Goke explained: “It is considered a very logical step when you want to be and become a better competence centre.”
IFA takes place from September 5-10, 2014 at ExpoCenter City in Berlin, Germany.